About half of all cancers can be prevented using the
knowledge we currently have, but changing behaviour remains a challenge. Many
Canadians are unable to identify lifestyle risk factors linked to cancer.1
Almost three-quarters of Canadian home Internet users go online for health
information.2

Aim:

The Canadian Cancer Society (the Society) developed It’s My
Life!, a bilingual online tool with 3 goals:

Build awareness about cancer statistics, prevention
and screening in a compelling way.

Engage and motivate users to take action and encourage
sharing through social media.

Connect users to relevant information, programs
and services on the Society’s website, cancer.ca.

Strategy:

Our innovative online tool raises awareness using
evidence-based information. It covers the 13 most common and preventable
cancers in Canada and 16 risk factors for cancer and is divided into 4 sections:
likelihood of developing cancer, lifestyle risk factors, cancer statistics and pledging
a healthy change. Users can navigate at their own pace and receive information
tailored for them.

Programme:

The tool was promoted through the Society’s website, social
media and external communications. To help evaluate the tool, users can
participate in an exit survey to gauge their initial impressions and in a future
survey to evaluate change in awareness and behaviour. Social media and web metrics
are being tracked to examine engagement.

Outcomes:

It’s My Life! was launched in September 2014 on itsmylife.cancer.ca.
In the first 3 weeks, people used the tool 12,142 times (66% new users and 34% returning users). Users
made 2,447 pledges to change some aspect of their behaviour. Initial feedback
suggests an increase in awareness and the intent to change lifestyle. The
impact the tool has on behaviour change will be evaluated.

The cancer prevention - attitudes, awareness and behaviours survey - 2008, conducted by Environics Research Group on behalf of the Canadian Partnership Against Cancer.